#CoolButRisky: Social Media Sharing Advice

November 4th 2025

We live in the age of social media. Everyone’s on it - from world leaders to your neighbour’s cat. We wake up scrolling, go to bed scrolling, and somewhere in between we’re served a buffet of content: retirement hacks, stellar discoveries and fifty ways to tie a silk scarf. It’s a universe of information, ideas, aesthetics and opinions - and it often feels like anything goes. 

But does it? 

The answer is a resounding “no”. If you’re a British homeware business using social media to promote, connect or entertain, there are boundaries. Some are legal, some reputational, and some could land you in hot water - from customer complaints to regulatory fines, and yes - even criminal charges. 

Let’s explore what you can and cannot post online, in ANY capacity: a business, its representative or just an individual. 

1. Data Protection: Don’t Post What You Can’t Process 

Under UK GDPR, anything that identifies a person - a name, a face, a delivery address, even a complaint screenshot - is personal data. And if it’s sensitive, such as health, race, or religious affiliation, the rules tighten further. Sharing a glowing customer review or a team photo might seem harmless, but without proper consent, it could breach privacy laws. The safest route is to (1) train your staff on the most updated version of UK GDPR and GDPR, (2) incorporate data protection rules into your social media policy, (3) anonymise posts where possible and (4) secure written permission before posting anything that features individuals. 

2. Intellectual Property: Yours, Theirs And The Grey Area 

Intellectual property is another minefield. Furniture brands are visual storytellers, but visuals come with baggage. Using copyrighted music, fonts or imagery or showcasing protected product designs or trademarks without a license can all trigger infringement claims. And no, “it’s on the internet so it’s free to use” is not a valid defence. Protect your own IP early and respect others’ rights with equal care. 

Additionally, the ramping up of AI data centres and machine learning means that protected materials can be web-scraped on SM posts and the protection “leaked” and easily copied by your competitors. 

3. Confidentiality And Commercial Sensitivity 

Then there’s confidentiality. Homeware businesses often work with designers, retailers, manufacturers, and logistics partners - and those relationships are built on trust. Posting about a new collaboration before the ink is dry, revealing prototype designs still under an NDA, or casually naming any information unique to a business transaction, a product or a service can all breach commercial confidentiality and jeopardise yours and your partners’ know-how. 

Even a well-intentioned “excited to be working with…” post can cause friction if the timing or content is off. When in doubt, treat social media as a public broadcast and ask yourself whether the information is already in the public domain - and whether it should be. 

4. Consumer Protection And Other Regulations 

If your post promotes a product or service - even subtly - it’s advertising. That means it’s subject to the entirety of consumer protection laws and the CAP Code. Fake reviews, misleading claims about sustainability, pricing or product features can lead to fines and reputational damage. 

Undisclosed influencer partnerships or paid endorsements are equally risky. And those “limited time offers” that quietly roll over month after month? Doing that will now breach the consumer laws. 

5. Defamation, Discrimination And Criminal Offences 

Social media is lightning fast, reactive and often emotional. This makes it a breeding ground for legal missteps. In professional circles, the risk isn’t always in overtly offensive language, but in the subtleties: a passive-aggressive remark about a supplier’s “curious approach to deadlines,” a veiled jab at a competitor’s “interpretation of sustainability,” or a sarcastic comment that, while clever, carries a sting. 

Audiences and courts are adept at reading between the lines. A post that seems witty or artfully ambiguous to the author may be perceived as hostile, prejudiced or otherwise reputationally damaging by others. In extreme cases, “trolling” can result in self-harm by the victim and criminal liability to the perpetrator. 

Keep it clean, informative and constructive. Do not post anything that you wouldn’t say in an open court. A well-drafted social media policy, paired with regular training, helps ensure that tone and content align with your brand values and stay on the right side of the law. 

6. Some Things Are Just Not For Posting 

From thorny issues of international affairs and domestic politics to social phenomena, divisive topics are everywhere. And while it may feel natural – and even imperative - to comment, support or react, businesses should tread carefully. 

Unless the issue directly affects your or your partners’ operations – e.g., US tariffs affecting your supply chains - it’s often best to steer clear. If you do engage, keep the tone neutral, language professional and content factual and focused on your audience’s needs. 

7. When AI Writes Your Posts: Smart Shortcut Or Risky Business? 

AI tools have become the go-to shortcut for drafting social media content - and for good reason. They’re fast, efficient and often surprisingly articulate. But while AI can help furniture businesses polish captions, brainstorm hashtags, or summarise product features, it’s not immune to legal and reputational missteps. 

AI-generated posts can inadvertently include copyrighted phrases or misstate product claims. Worse still, if AI pulls from biased or outdated data, it might echo stereotypes, misrepresent facts, or touch on geopolitically sensitive topics without context. 

And let’s not forget accountability. If an AI-generated post breaches advertising rules, defames a competitor, or violates data protection laws, the liability still sits squarely with the business - not the bot. 

So, while AI can be a brilliant drafting partner, it’s not a substitute for human judgment. Every post should be reviewed with a legal and brand lens before it goes live. Think of AI as your intern — helpful, but not yet ready to post unsupervised. 

8. The Three Rs: Reputation, Relationships And Regrets 

Not all risks are strictly legal. Some are reputational or relational. A poorly worded post can alienate suppliers, trigger backlash from trade bodies or turn off customers who expected better. In a close-knit industry built on trust and long-term partnerships, reputation matters. Social media should reflect your brand values - not undermine them. 

Final Thoughts: Post Smart, Stay Safe 

Ultimately, social media is a powerful tool – it can raise brand awareness, attract traffic and ultimately win new business. But it’s not a free-for-all. Homeware businesses need to balance creativity with compliance, speed with scrutiny, and visibility with responsibility. A clear social media policy, regular training, and a bit of legal foresight can go a long way. Because in the age of scrolling, what you post today could be what defines you tomorrow. 

This article does not constitute legal advice. For tailored guidance on social media risk management, contact Natalia Samodina at natalia@interiordesignlawyer.co.uk.